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SEARCH ENGINE TRICKS

Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business?
By: Caroline Melberg
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    2007-09-15

    Table of Contents:
  • Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business?
  • Having them land...
  • Using generic ad...
  • That means...
  • Then test that...

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    Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business? - Using generic ad...


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    3. Using generic ad copy in your PPC ads. The tricky thing with PPC ads is you don’t have much real estate to work with. Google allows just 70 characters; Yahoo allows 190 characters (with spaces) in a text ad. When every single word counts, you can’t afford to use meaningless words like “high quality service,” or “established in 1903.” While these statements may be true about your business, they don’t target the specific searches your prospects are entering to find the products and services they are looking for. A mistake I see clients make in their PPC ads is to include these type of generic statements that don’t set their business apart. When you are writing your ad, you’ll want to include specific keywords that your prospects will likely enter to find what you have to offer. Your headline must be captivating and should include your main keyword. The next line of your ad should contain the single biggest benefit you offer to your customers. What sets your company apart from your competitors? That’s what goes in your PPC ad. The 3rd line of your ad should contain a feature of your product or service or an offer – special discounted pricing or something free work well here. By making your ad specific to the keywords that your prospects will likely enter, you’ll be well on your way not only to increasing clicks, but to turning clicks into cash as well.

    4. Not securing high enough placement with your bids. All of the search engines use a slightly different method for determining the position for your ad. Google and Yahoo use a combination of ad relevancy (how relevant your ad is to the keywords you’ve bid on and the landing page you present to your visitors) and bid price. A big mistake I notice my clients making is not targeting their keywords tightly enough and specific enough to their product or service to allow them to bid high enough on those keywords to secure top placement on the search engines. It’s estimated that 85% of all PPC clicks occur on ads that appear in one of the top 3 positions on the page.

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